Aristotle Rhetoric 3.2.10

[10] for the same garment is not suitable for both. And if we wish to ornament our subject, we must derive our metaphor from the better species under the same genus; if to depreciate it, from the worse. Thus, to say (for you have two opposites belonging to the same genus) that the man who begs prays, or that the man who prays begs (for both are forms of asking) ¹ is an instance of doing this; as, when Iphicrates ² called Callias ³ 20 a mendicant priest instead of a torch-bearer, Callias replied that Iphicrates himself could not be initiated, otherwise he would not have called him mendicant priest but torch-bearer ⁴ ; both titles indeed have to do with a divinity, but the one is honorable, the other dishonorable. And some call actors flatterers of Dionysus, whereas they call themselves artists. Both these names are metaphors, but the one is a term of abuse, the other the contrary. Similarly, pirates now call themselves purveyors ⁵ ; and so it is allowable to say that the man who has committed a crime has made a mistake, that the man who has made a mistake is guilty of crime, and that one who has committed a theft has either taken or ravaged. The saying in the Telephus of Euripides, is inappropriate, because the word ruling exceeds the dignity of the subject, and so the artifice can be seen.